The CLOSER Framework: A Step-by-Step Guide to Persuasive Communication
Being able to effectively engage and influence your audience is critical in persuasive communication. The CLOSER framework offers a systematic strategy to catching attention, establishing rapport, and eventually persuading others to act. In this blog article, we will go through each phase of the CLOSER framework and see how it can help you improve your communication abilities.
Clarify why they are there:
To properly understand your audience and effectively communicate with them, you must first investigate what brought them to you. You can acquire significant insights into their motives and aspirations by asking thought-provoking questions and seeking context. Here are some crucial questions to think about
- What made you come in today? Understanding what motivated your audience to seek your aid or interact with your content allows you to identify their urgent needs and worries. By asking this question, you invite them to explain their motivation for acting and give you with useful information about their current condition.
For example, if you are a fitness trainer and someone has approached you for guidance, their response to this question might be, “I want to improve my overall fitness and lead a healthier lifestyle.“
- What made you reach out? If your target audience has proactively sought out to you, it shows a high level of interest and motivation. You urge them to share the exact trigger that drove them to seek your expertise or counsel by asking this question. Their reaction will shed light on their individual problems or ambitions.
For instance, if you are a career coach and someone has contacted you for assistance, their answer might be, “I feel stuck in my current job and want to explore new career opportunities that align with my passions and skills.“
- What’s your goal right now? Understanding the immediate goals of your audience allows you to modify your approach and provide specific assistance. You invite them to articulate their desired outcomes or aims by asking this question. This information allows you to tailor your communication to their individual goals.
For example, if you are a financial advisor, asking this question might elicit a response such as, “I want to save for a down payment on a house within the next two years.“
- Why is that important to you? Investigating the underlying motivations behind their aspirations can help you form a greater connection. By asking this question, you encourage your audience to consider the significance and personal significance of their goals. Their response will reveal information about their ideals and goals.
Continuing with the previous examples, their response may be, “It’s important to me because I want to provide a stable and secure home for my family” (for the fitness goal) or “I value financial independence and want to create a strong foundation for my future” (for the financial goal).
By including these questions into your message, you exhibit a genuine interest in the needs and ambitions of your audience. The insights you gain will allow you to tailor your approach, provide relevant solutions, and forge a stronger bond based on mutual understanding.
Label them with a problem:
The CLOSER structure requires you to label your audience’s concern. You confirm their experience and demonstrate that you comprehend their circumstance by summarising their difficulty or pain point. Here are some questions and context to help you label their problem effectively:
- So it sounds like XX is your goal, does that sound about right? You exhibit your attentiveness and empathy for their ambitions by summarising and verifying their goal. This question allows you to confirm that you understand their goal accurately.
“Based on our conversation, it seems like your goal is to improve your overall fitness and lead a healthier lifestyle. Does that sound about right?“
- It seems like XX is the challenge you’re facing, is that correct? Labelling their challenge or difficulty shows that you understand their individual issue. You affirm their experience and develop a connection based on shared understanding by restating their issue.
“From what you’ve shared, it appears that you’re facing difficulties in managing your finances and achieving financial stability. Is that correct?“
- So it sounds like XX is the pain point you’re experiencing, am I understanding correctly? Confirming their reason of irritation or concern ensures that you are both on the same page. It demonstrates that you are aware of their difficulties and are prepared to address them efficiently.
“It seems like your current job has left you feeling stuck and unfulfilled. Am I understanding your pain point correctly?“
You may appropriately label your audience’s problem by including these questions and context. This method enables you to display empathy, build trust, and lay the groundwork for giving focused solutions that directly address their individual concerns.
Overview their past pain
The CLOSER structure requires you to review your audience’s prior trauma. Recognising their earlier difficulties validates their experiences and positions you as someone who knows their journey. Here are some questions and contextual comments to assist you successfully summarise their previous pain:
- What have you tried so far to accomplish this? How long did you do it for? How long ago? You can learn about your audience’s previous efforts towards their goal by asking these questions. It allows you to understand their previous attempts, the length of their efforts, and the period since they last searched a solution.
“I understand that you’re looking to improve your overall fitness. Can you share with me what strategies or approaches you’ve tried in the past? How long did you engage in those activities, and when was the last time you actively pursued fitness goals?“
- How did that work for you? You stimulate reflection on the efficiency of their prior initiatives by enquiring about the consequences of their previous efforts. This inquiry allows you to better understand their past experiences and obstacles, laying the groundwork for resolving their pain spots.
“It’s important to gain an understanding of your previous attempts. How did the strategies you tried work for you? What were the challenges or obstacles you faced along the way?“
- What else have you tried? By asking this question, you invite your audience to offer any other ideas or strategies they have tried in their search for a solution. This allows you to obtain a thorough insight of their previous experiences while also demonstrating your commitment to examining all options.
“In addition to what you’ve mentioned, have you tried any other methods or sought other solutions? I want to ensure that I have a full picture of your journey so far.“
- It’s important to note that it’s not your fault; there could have been a missing item or two in the equation. Assure your audience that their previous difficulties were not their responsibility. In order to achieve their goal, individuals must have the necessary information, tactics, or support, which they may have lacked in the past. This helps to ease any feelings of self-blame or frustration.
“I want to emphasize that it’s not your fault if you faced challenges or didn’t achieve the desired results in the past. Sometimes, the missing piece or two to the equation can make all the difference. Together, we can identify those missing pieces and create a comprehensive plan for success.“
You express empathy and awareness of your audience’s past sorrow by adding these inquiries and contextual statements. This strategy helps you to establish rapport, trust, and position yourself as someone who can fill in the gaps in their trip, bringing them to success.
Sell them the vacation
To effectively market your solution or intended outcome to your target audience, you must first demonstrate the value and benefits they can expect. Here are some sample questions and contextual phrases to help you sell them on the “vacation”:
- Would you like to hear how the program works? You invite your audience to learn more about the programme or solution you’re giving by asking this question. It demonstrates that you value their concerns and are willing to offer them with the knowledge they need to make an informed decision.
“Based on what we’ve discussed so far, it seems like you’re interested in our fitness program. Would you like to hear more about how the program works and how it can help you achieve your fitness goals?“
- We’ve seen that there are 3 things that make clients successful. Can I share them with you? You stimulate your audience’s interest and display your expertise by highlighting the main aspects that contribute to success. This question sets the stage for you to discuss the value proposition and benefits of your solution.
“Through our experience, we’ve identified three key elements that make our clients successful. Can I share them with you? I believe they will provide valuable insights into how our program can help you achieve your goals.“
- Let me walk you through the benefits you’ll experience by joining our program. You turn the focus to the positive outcomes they can anticipate by offering to lead them through the perks. This question helps you to emphasise the unique benefits they will obtain by selecting your programme or solution.
“I’d love to take a moment and walk you through the benefits you’ll experience by joining our program. From increased energy levels to improved overall well-being, our program is designed to provide you with a transformative fitness journey.“
- Can I share some success stories from clients who have achieved remarkable results? You create social proof and instill confidence in your audience by discussing success stories. This question allows you to provide real-life instances of people who have benefited from your programme or solution, emphasising the possibility of their own achievement.
“I have some incredible success stories from clients who have achieved remarkable results through our program. Would you like to hear how they transformed their lives and how their experiences can inspire your own journey?“
You may effectively market the “vacation” or the pleasant consequences your audience can expect by picking your programme or service by using these question samples and offering pertinent information. This method enables you to showcase the value, benefits, and success stories that will compel people to act and commit to the trip ahead.
Explain away their concerns
Explaining concerns and responding to objections is a critical component of effective sales. Here are some crucial methods and statements to use when dealing with various issues:
- Price = Value: When clients voice price worries, it is critical to emphasise the value they receive in return. Highlight your product or service’s unique qualities, perks, and advantages that justify the price tag. Explain how it outperforms competitors or better meets their needs.
“I understand that the price may seem high initially, but let me assure you that the value you’ll receive is well worth it. Our product offers unmatched quality, durability, and performance, which translates into long-term savings and exceptional experiences.“
- Decision Maker: When dealing with a consumer who may not have the authority to make a purchasing choice, it is critical to avoid this stumbling block. Determine the decision-maker in their organisation or personal life and devise strategies to include them in the process. To better comprehend the decision-making dynamics, gather information on previous agreements or internal protocols.
“I completely understand that you may need to consult with others before making a final decision. Would it be helpful for me to provide additional information that you can share with the decision-maker? Perhaps we can schedule a meeting or conference call to ensure all stakeholders are involved.“
- Stalling: If clients are hesitant to move further, it is critical to face their decision criteria. Reiterate how your product or service may suit their individual demands to dispel any doubts or uncertainties they may have. Highlight the advantages customers stand to acquire and convey assurance about the dependability and efficacy of your solution.
“I sense some hesitation, and that’s completely understandable. Let’s take a moment to revisit your decision criteria. Does our product truly align with your needs and requirements? Is there any additional information or clarification you require? I want to ensure that you have all the necessary details to confidently move forward.“
- Access to Funds or Delayed Payment Close: If a customer expresses anxiety about their current financial resources, look into other payment choices or delayed payment arrangements. Provide them with financial flexibility, such as installment plans or financing choices. Emphasise the long-term value and return on investment they may anticipate.
“If access to funds is a concern, we have various flexible payment options available. We can explore installment plans that align with your budget, or we can discuss financing options that spread out the payments over a period of time. Our priority is to ensure that you can benefit from our product without causing financial strain.“
You can effectively address consumers’ worries, overcome objections, and guide them to a confident purchasing decision by implementing these tactics and using the suggested remarks. Remember to empathise with their anxieties, emphasise the value they will gain, and offer reassurance that is personalised to their individual situation.
Reinforce their decision
Reinforcing their decision and capitalising on the first 48 hours following the point of sale is an excellent opportunity to enhance client loyalty. Here are some ideas for capitalising on this window of opportunity:
- Personalized Video or Voice Memos: Send your consumers a personalised video or audio memo expressing your appreciation for their purchase and supporting their decision. Address them by name and emphasise the specific benefits of the product or service. Customers feel valued and connected when they receive personalised messages.
- Immediate Swag Delivery: Surprise and excite your consumers by delivering them branded swag or promotional goods linked to their purchase as soon as possible. It could be a small gift or merchandise related to their interests or the product they purchased. This act validates their decision and establishes a favourable impression of your firm.
- Handwritten Card or Note: Take the time to create a handwritten card or note thanking them for their business. Include a personalised statement that demonstrates you appreciate their help. In today’s digital environment, handwritten gestures stand out and leave a lasting impression.
- Leverage the First 48 Hours: Recognise that clients frequently decide whether or not to buy from your company again within the first 48 hours of their original purchase. Take advantage of this knowledge by executing techniques that exceed their expectations during this important moment. Provide excellent customer service, additional information or recommendations relevant to their purchase, and make yourself available to answer any questions or concerns.
You can reinforce your consumers’ decisions, establish customer loyalty, and boost the possibility of repeat purchases by implementing these tactics. Personal touches and timely gestures contribute to a pleasant customer experience, which can lead to long-term consumer satisfaction and brand advocacy.